Tai said the website, which was launched in 2011, was built around his experience of the challenges he faced when he bought his own new car. It provides consumers access to dealer invoice price reports, which reflect the manufacturer’s wholesale price.

So far, Unhaggle.com has about 700 new car dealers in its cross-Canada network that have realized the potential of e-commerce in their business.

While accessing Unhaggle.com’s data is free to consumers, the site charges online automotive portals such as Yahoo Autos, MSM Autos, AOL Autoblog and others licensing fees to use it.

They also offer a $99 concierge car buying service for clients who would rather not negotiate a deal on their own.

“Having access to the average market price is really helpful in knowing you won’t have to pay more for the same car than your neighbour did and you can find out what the lowest price is of that car that sold in your area,” said Radek Garbowski, Unhaggle.com’s COO.

“With that information you can go to your local dealership armed with the data that will help you get the best possible price,” he said adding: “And the information is absolutely free.”

Grabowski said the GTA is one of the best places to buy a car in Ontario because of the huge number of high-volume dealerships and fierce competition in the region’s new car marketplace.

This calculator tool is for demonstration purposes only . Estimated monthly payments provided may not accurately reflect your actual car-related payments. Vehicle pricing and availability varies and dealers may sell for less than the MSRP; contact your local dealer for accurate stock and pricing information. Finance/lease charges are rough approximations for illustration purposes only; you must arrange and determine your actual finance or lease rates with your selected dealer / finance provider on approved credit. Insurance charges are estimated based on your chosen vehicle and the other information you provide about yourself; actual rates will vary depending on your chosen insurer and coverage level. All price, payment, and other information provided by this tool is subject to change without notice and is not meant to be relied upon. These are estimates only based on information contributed by third parties, which is not independently verified, endorsed by, or the responsibility of Wheels.ca or Digital Auto Ventures.